Title	MERCEDES ME CAFE MOSCOW
Brand	MERCEDES-BENZ RUS
Product/Service	MERCEDES ME CAFE
Category	A05. LIVE EXPERIENCE
Entrant Company	ARK CONNECT Moscow, RUSSIA
Contributing Company	ARK CONNECT Moscow, RUSSIA
Contributing Company 2	LETO ARK GROUP Moscow, RUSSIA

Name	Company	Position
Sergey Doroshko	Leto Agency	Managing Director
Vitaly Shirokov	Leto Agency	Digital Production Director
Ilya Provkin	Leto Agency	Creative Group Head
Dmitry Konakhovsky	Leto Agency	Art Director
Dayana Badmaeva	ARK CONNECT	Group Account Director
Aleksandr Savkevich	ARK CONNECT	Account Director

The Campaign

In general the situation with Branded Content and entertainment in Russia can be characterized with usage of mostly traditional media and traditional instruments of advertising: TV & Radio commercials, integration with popular shows, creating events sponsored by brands or brand-owned events. If we take a closer look at the automobile industry the branded content is usually used during large exhibitions (like MAS http://www.mas-expo.ru/mas/ ) or while presenting new vehicle models. The most popular format of such presentations & experience is 3D-mapping projections which do not give a deep consumer engagement with the brand and it’s values. Overall we can say that branded entertainment is in it’s rudimentary state in Russia and new and innovative creative solutions are only emerging.

Results

BACKGROUND: For almost 70 years, during the period of the Soviet Union, russians could not express their individuality. But after the fall of the regime, there was a rush to make up for lost time. An emerging, dynamic consumer became a new target for Mercedes' modern image: independent, connected, ready to express their individuality. Our task was to create a brand experience that relates to the daily lifestyle of this new consumer. IDEA: The Mercedes me cafe. Located in the heart of Moscow, the Cafe provides a tailored experience to our guests, connecting them with the innovations, products and services Mercedes-Benz offers. Individual interactive terminals allows guests to make orders, play games, connect with the Mercedes platform and their Social Networks. On the biggest interactive screen in the world, a live feed shows user generated content with the hashtag #mercedesmecafe. The E-Motion, a device employing technology that analyzes the personality of each guest based on their facial expressions, suggests a unique car model according to their results. Guests can edit the details of the proposed car and locate the nearest dealership to book a test drive right on the spot.

Mercedes me platform is a totally new way of engagement with young and dynamic audience with the focus on innovative technologies, virtual connection with consumers, ability to consider their individial preferences and choices. Located right in the center of Moscow –The Cafe provides an immersive brand experience, connecting people with the innovations, products and services Mercedes Benz offers. Menu orders are made on interactive screens where guests can also play games, connecting with the Mercedes platform and their Social Networks, watching branded content related to fashion, tourism, design and sports. On the biggest interactive screen in the world, a live feed shows user generated content with the hashtag #mercedesme And to completely tailor their experience, we employed technology that analyzes the personality of each guest based on their facial expressions, suggesting a unique car model based on their results.

After the first month the Mercedes me cafe had more than: -10.000 visitors, -4.500 photos published on Social Networks, -328 test drive bookings -$100,000 in earned media And it marked the beginning of a new individual communication approach with our consumer.